A months-long investigation has shed light on Pakistan’s growing online gambling crisis, revealing how flashy advertisements and social media endorsements are luring thousands of young people into dangerous betting traps.
At the center of the controversy is the app “World 777,” which, according to officials, has been investing heavily in influencer marketing. The strategy is simple but devastating: pay popular social media stars to promote betting as a quick way to make money, while quietly siphoning billions of rupees out of the country every month.
Influencers Under Fire
Investigators have named several well-known figures — including Nadir Ali, Aimen Zaman, Varda Malik, Javeria Aurangzeb, Abeera Khan, Faryal Fairy, Nauman Kazmi, and Furqan Khan — as part of the promotion campaigns.
Their videos, often packaged as “fun challenges” or “easy income hacks,” have gone viral, that is captivating millions of views. For many young fans, seeing their favorite influencers casually endorsing these apps was enough to sign up, unaware of the risks.
Behind the glamour of influencer promotions lies a harsh reality. Officials estimate that billions of rupees are leaving Pakistan each month through these platforms.
Read more: NCCIA declares online gambling, casino apps illegal across Pakistan
“Every rupee that leaves the country through these apps is an economic wound,” a senior official remarked, adding that it is ordinary citizens, especially the youth, who are paying the real price.
Mental health professionals also warn of a troubling surge in addiction cases. Counselors report seeing more young men trapped in cycles of debt, anxiety and shame after falling prey to online betting.
For families already struggling with inflation, a teenager or young adult losing money to gambling apps can be financially and emotionally devastating.
Public Anger and Calls for Action
The backlash has been fierce. Hashtags like #BanOnlineGambling and #ShameOnInfluencers have trended nationwide, with social media users demanding accountability. Many are calling the trend a “national scam,” highly accusing influencers of selling out their audiences for quick profit.
Authorities keep on saying that the investigations are ongoing, with regulatory bodies considering stricter digital laws and tougher penalties for those promoting illegal gambling. But for many, the damage is already done — a generation of youth has been exposed to a false promise of easy wealth, only to be left facing financial ruin and broken trust.